Category: landing pages

landing pages

11 Stats That Make a Case for Landing Pages

A landing page is a standalone website page dedicated to a specific marketing campaign that is meant to convert site visitors into leads. Landing pages typically offer visitors something that they may be interested in, like an Ebook or a free trial, in exchange for contact information. Getting this information then gives businesses the tools they need to further nurture leads and urge them down the purchasing funnel.

Since landing pages are tailored to customer interests, using them in your marketing strategy can help you convert a significant number of qualified prospects since you can assume that they’re ending up on a landing page because its content interests them.

If you’ve yet to consider using them or you want to update your current landing page strategy, this piece will go over 11 stats that make a case for using landing pages as a means to increase your conversion rates and generate more leads.

11 Stats That Make a Case for Landing Pages

1. The average landing page conversion rate across all industries is 9.7%.

Given that 10% is a benchmark for a good conversion rate, taking the time to create a landing page that carefully considers the interests of your target audience will benefit your business. Whether you sell SaaS or clothing, a higher conversion rate from landing pages means a longer list of leads to nurture into paying customers.

2. Landing pages are the least popular type of sign-up form, but they have the highest conversion rate (23%), and 62.6% of leading landing pages already use them.

Using landing pages to obtain customer contact information for lead nurturing is likely to bring higher conversions. If you decide to use forms, the highest-converting number of fields is 3, with an average conversion rate of 10%. The most popular combinations use email address and name (7%) and email address and birthdate (5.7%).

3. Businesses using optimization software for their landing pages see an average conversion lift of 30%.

While optimization is always an essential factor for generating traffic, using optimization tools to perfect your landing page strategy is valuable for increasing conversions.

4. Addressing buyer fears on landing pages can increase conversion rates by 80%.

Marcus Sheridan, a keynote speaker at Inbound 2019, ran an experiment where he found that addressing customer fears, like email spam or personal date use, on his landing pages increased his form conversion rate. If you’ve found that your landing pages aren’t converting as you’d like them to, consider using Sheridan’s strategy to be upfront with consumers about what will come from completing forms on your landing pages.

5. Personalized CTAs convert 202% better than default versions.

Consumers prefer personalization because it ensures that they aren’t overloaded with irrelevant information that doesn’t pertain to their interests. Given this, using personalized and targeted CTAs in your landing pages will likely increase your conversion rates.

6. 48% of top landing pages ranked in Google Maps and organic search query results

Ensuring that your landing pages are SEO optimized for both regular search and Google Maps results increases the likelihood that they’ll show up in both types of search queries, increasing exposure and the possibility of generating more leads. If you also link landing page CTAs in email ads, you’re ensuring exposure and visibility from three different channels.

7. 65% of top landing pages have their business name in the title tag.

Since customers value transparency, using a recognizable brand name and logo shows them that you’re not running a scam or being deceitful. You’re claiming ownership of the CTAs and personal information you’re asking for. Therefore, Including your business name on your landing page is a simple step you can take that can help you increase conversions.

8. 30% of top landing pages use video content.

If you already use video as a part of your marketing, incorporating it into your landing page strategy can help you increase conversion rates. In fact, relevant embedded video content can increase conversions by 86%, and 80% of video marketers say that video has directly increased sales.

9. 36% of top landing pages have testimonials, 11% have reviews.

You likely already solicit reviews and testimonials from current customers. Repurposing them to use on your landing pages can increase customer trust and higher conversion rates, especially considering that 60% of consumers think that user-generated content (UGC), like reviews, are the most authentic form of content a brand can use.

10. 55% of top landing page submissions on the HubSpot blog came from Ebook offers.

If you have a blog or website that wants to distribute long-form instructional content, offering Ebooks in your landing pages can help increase your business conversion rates.

11. 49% of marketers report that increasing customer acquisition is their primary objective in 2020, and a top priority for marketers was generating leads.

If you fall into either of these categories, landing pages can be a valuable element of your marketing strategy to generate leads and increase customer acquisition.

Landing pages are a valuable piece of your marketing strategy.

Considering the above stats, we can see that marketers who create landing pages that build trust with page visitors, provide valuable information, and use different content types see higher conversion rates.

Whether you already use them and aren’t obtaining the results you desire or you’re new to landing pages in general, using them will likely help you draw in new customers and drive revenue.

landing pages

The Ultimate Guide to Landing Pages

As you browse and maneuver around the internet, you visit landing pages all the time.

A landing page can be the designated page you’re taken to when you click on an ad. It can also be the page that follows a call-to-action button or serve as the homepage of a website.

Regardless of how you “land” on a landing page, its purpose is to encourage you to convert to a lead or customer. For that reason, landing pages are uniquely powerful components of a business’s digital marketing strategy.

What is a landing page?

A landing page is a website page with a specific purpose — the objective of a landing page is to convert visitors into leads. While there are many types of landing pages the intent the same — get more leads.

Landing pages contain lead forms that ask visitors for their contact information in exchange for something of value, otherwise known as an offer.

The video below will help drive that definition home.

Now, think about how protective you are of your personal information. What would make a person want to give up their contact information over the internet?

Well, that’s where landing page best practices come in. A targeted, well-crafted landing page with a solid format and sound copy will get almost anyone to submit their information.

First, why do you need a landing page?

Why would you create a special page just for people to fill out a form? Why not just use your homepage or about page? Great questions.

After reading this article, you’ll likely be able to answer those questions yourself, but the short answer is this: A landing page eliminates distractions by removing navigation, competing links, and alternate options so you capture your visitor’s undivided attention. And complete attention means you can guide your visitor where you’d like them to go, i.e., to your lead form. In sum, landing pages are specifically designed to create conversions.

Now that you understand their importance, let’s cover landing page best practices to make sure your pages are set up to convert.

Was that a lot? We’ll break down these landing page best practices below.

1. Craft a benefit-focused headline.

For every 10 people that visit your landing page, at least seven of them will bounce off the page. To keep that number low, your visitors need to know (and understand) what’s in it for them within seconds of arriving. Your headline is the first thing they’ll read, and it should clearly and concisely communicate the value of your landing page and offer.

2. Choose an image that illustrates the offer.

Yes, an image is mandatory, and it should represent your target audience. The purpose of your image is to convey a feeling — it should illustrate how your visitor will feel once they receive your offer. Certain images may work better than others, so you should always split test your options (which we’ll cover below).

3. Write compelling copy.

Don’t spend all that time crafting the perfect headline and finding your ideal image to fall flat when it comes to the words that will actually sell your call-to-action. Your copy needs to be clear, concise and should guide your visitor to the action you want them to complete. Compelling copy also speaks directly to the visitor by using “you” and “your” to make them feel engaged. We’ll go more in-depth on copy tips below.

4. Include the lead form above the fold.

Your lead form needs to be readily accessible should your prospect want to convert right away — you definitely don’t want them searching and scanning your landing page to find your offer. “Above the fold” just means that visitors don’t have to scroll to get to the form — that it’s in view as soon as someone hits the page. This could be a form or an anchor link to the form. Even better: Design your form to scroll with the user as they move down the page.

5. Add a clear and standout call-to-action.

The call-to-action (CTA) is arguably the most important element on your landing page — it’s one of many elements that encourage conversion. The CTA button needs to stand out, meaning you should use a color that contrasts with other elements on the page. Be clear about what you want visitors to do, that is, use an action verb that spells it out for them, like “submit”, “download”, or “get it now”. More on CTA best practices below.

6. Give away a relevant offer.

Think of your landing page as a part of your lead’s journey to your ultimate offer — your product or service, that is. Your offer is the thing you give in exchange for your lead’s personal information. Not only should it be compelling enough for your visitor to provide their contact info, but it should also be relevant to your business. Say you sell horseshoes.

Your offer might be something like “10 Simple Ways to Size Your Horse’s Hooves,” because, ultimately, you’re going to ask that lead to buy your horseshoes. You wouldn’t hook them with an offer about organic farming because that puts them on a completely different path. We’ll talk more about how compelling offers below.

7. Only ask for what you need.

You want to gather as much information as possible about your lead, but how much you ask for depends on several factors: how well acquainted they are with you, where they are in their buyer’s journey, and how much they trust you. Ask for as little info as you need in your lead form to create a low barrier to entry. A name and an email are more than sufficient to nurture a new lead.

8. Remove all navigation.

Your landing page has one objective and one objective only: to convert visitors into leads. Any competing links — including internal links to other pages on your website — will distract from that goal. Remove any other links on your page to draw all of your visitors’ attention to your call-to-action.

9. Make your page responsive.

Just like every other page on your website, your landing pages need to be responsive to accommodate every viewing experience. The last thing you need is for your form to fall out of view on mobile devices. Give your visitors every possible opportunity to convert, no matter how they’re viewing your page.

You can use tools to help accomplish this. For example, HubSpot’s drag-and-drop landing page editor, available in Marketing Hub Starter, makes it easy for you to create mobile optimized landing pages and forms effortlessly.

10. Optimize for search.

Sure, you’ll be driving visitors to your landing page through email blasts, social posts and other marketing methods, but your page should also be optimized with target keywords for your paid campaigns and organic search. When someone searches for your key phrase, they should find your landing page. Similarly, when you target a keyword with paid ads, those words should exist on your landing page.

11. Remember to use a thank you page.

A thank you page is where you send leads once they’ve completed your form. Now, you could just show a thank you message on the same page or ditch the thank you altogether, but there are many reasons why that’s not the best option.

A thank you page serves three important purposes:

  • It delivers the offer that you promised (usually in the form of an instant download)
  • It gives you an opportunity to interest your new lead in additional relevant content
  • It serves as a chance to thank them for their interest, which goes a long way in promoting them to a customer down the line.

How to Design Your Landing Page

Often times, design means creativity, colors, and pretty pictures. For the purpose of a landing page, we take design a step further to mean functional, direction-oriented, and effective. So, to craft a well-designed landing page, you’ll have to tap into both your right and left brain. But don’t get me wrong — you still need great imagery and attractive colors to convert your visitors. We’ll touch on how to incorporate all of this below.

Landing Page Structure

The good news is you don’t need to get too creative here. Most landing pages follow a very similar structure because it’s been proven to work. You can infuse your creativity through branded elements and images, but stick to a landing page format that people are used to seeing.

A good landing page has five elements (check out the landing page example below to see these elements in practice):

  1. Headline that grabs the visitors attention
  2. Relevant image that is relevant to your audience
  3. Lead form that sits above the fold to capture visitors’ information
  4. CTA that is action-oriented and compelling
  5. Copy and description that informs and entices your visitor to complete your form

hubspot lead form landing page


Can your landing page include more than this? Absolutely. (Think social share buttons that visitors can use to spread the word about your offer). This is simply the bare minimum. You need to know your audience, where they are coming from and where they are in their buyer’s journey to know how much you need to include. The rule of thumb is to include as much information as you need to get people to convert.

Landing Page Layout

This may come as a surprise, but most people don’t read every word of your cleverly-crafted copy. Instead, they skim through and pull out the most important tidbits. Your job is to make those tidbits stand out so your visitor doesn’t miss anything important.

That means a few things …

  • Keep the most important information above the fold so your visitor doesn’t need to scroll to get to it.
  • Perform a blink test on your page, meaning a visitor should be able to gather the main message in less time than it takes them to blink, i.e., less than five seconds.
  • Use white (or negative) space to keep your visitor engaged, focused, and to help them comprehend your message.
  • Write with bullets and short paragraphs to make your copy easy to digest.
  • Try to work the important copy into an F-pattern, which is the direction that most people scan a page online. Work with the flow of visual patterns to drive people to the key points that will get them to convert.

Landing Page Colors

The design of your landing page — including the colors you use — should reflect that of your website. You’re aiming to form a long-term relationship with the people who visit your landing page, and that means they need to become familiar with your branding colors and unique style. The more they recognize your brand, the more they trust you (and the more they trust you, the easier it is to get them to do what you want them to do).

The areas where you should consider using alternate colors are on the elements of your page that need to stand out — ahem, your CTA button. Contrast is the name of the game here. Say your branded colors are mostly green … you’ll want to choose a color that can draw users attention, say purple.

Wondering what colors perform well? We did a little research for you to determine which colors convert best.

Landing Page Images

The image on your landing page is one the first things people see, and since people process visuals far quicker than they do text, it sets the tone for their entire experience. But how can you possibly choose between millions of stock photos and that company photo shoot that’s taking up all the space on your computer?

Let’s narrow down the selection with a few important questions:

Who is my target audience?

What does your persona look like? How old are they? How do they dress? What are they interested in? The answers to these questions are important in determining what image you’re going to place front and center on your landing page. If it’s going to appeal to your audience, then it needs to represent them in some way.

Where on my landing page do I want them to look?

This might seem like an odd question, but really it’s based on the idea that people follow directional cues, like where someone is looking or pointing. If you want visitors to fill out a form, consider an image that drives their attention toward that form.

Will this image reinforce my message?

Every element on your landing page serves an important purpose. Since your image is one of the first things that people see, it should help clarify what the visitor can expect from your page. Make sure that your image adds value.

Here are some other important things to consider when creating great landing page images.

Call-to-Action (CTA)

We’ve discussed your CTA a few times so far, but since it’s the most important part of your landing page, it’s worth mentioning again. When it comes to the design of your CTA, there are a few tricks will make it so alluring that visitors feel compelled to click. To clarify, your CTA includes the button and the copy you use to draw attention to it; these tips cover both.

  • Give your CTA a vibrant and contrasting color
  • Focus your CTA copy on the benefit to your visitor
  • Get to the point — try using no more than five words
  • Tell your visitor what you want them to do using action verbs, e.g. Get, Download, Click
  • Make your button large enough to stand out on the page
  • Give it some negative space — don’t crowd the area around your CTA
  • Follow the flow of the page and place your CTA where your readers’ eyes will go, such as to the right of or below the copy
  • Test your button shape, test your copy … as a matter of fact test everything (we’ll cover how to do this below)

vidyard landing page cta


Mobile Landing Page

More than half of website traffic comes from mobile devices, therefore, the user experience should be the same no matter the device visitors are using. By making your landing page responsive, you give them every opportunity to view and convert, whether they’re on a desktop, phone, tablet, or otherwise.

Landing Page Copywriting Tips

After design comes great copy. Your objective is to be compelling, instructive, likable, concise, effective, trustworthy and informative all at once. How? Keep reading.

1. Cover the main points.

No matter how you position it, there are a few main points that you need to hit with your copy. Those main points are your persona’s pain point, the solution to that pain point, how your solution works (features), how your solution will improve their situation (benefits), and verification that it works (social proof).

The majority of what you write needs to address how you can help your prospect, not how awesome you are (because that’s implied). Let’s go more in-depth on these points.

The Pain Point

The pain point that you focus on should be the one that your offer solves. Not to sound negative, but it’s important to touch on the problem your persona is facing so they know you understand what they’re going through. Empathy is an effective way to build trust. And if they know you get their problem, then they’re more likely to trust your solution.

Your Solution

The solution to their pain point is what you’re offering in exchange for their information. Illustrate a clear path between their problem and how your solution is the remedy they need.


Just knowing what your solution is may not be enough to convert leads, so you need to mention what’s included in that solution. If it’s an ebook, what are the subjects your cover? If you’re promoting a webinar, how will it work and what will you teach? If it’s a service, what can they expect? Give your potential lead all the information they need to make a decision.


Your copy should be heavy with benefits to the user because that’s what they really care about — what’s in it for them. While features list what your offer has, benefits tell visitors how their situation will be improved as a result. It paints a vivid picture of how much better their life could be by using your solution.

Social Proof

Studies show that social proof is effective for persuading people to take a desired action. Social proof comes in the form of logos of brands you’ve worked with, testimonials from previous clients, reviews of your product, or confirmation that others have purchased your service. In essence, people want to know that others are have used and benefited from your solution, too. By including social proof on your landing page, you’re validating your offer without even saying anything.

social proof codecademy landing page


Touching on each of these points will provide you with well-rounded copy that answers all of your visitors’ questions … which brings me to my next point.

2. Preemptively respond to objections.

A key part of writing persuasive copy (copy that gets people to convert) is dismantling objections before they even come up. Now, this takes some skill … or at least some help from a friend.

Once you’ve laid your foundation by addressing all the main points, put yourself in the mind of your prospect and think about where they might protest or challenge you as they read. For instance, if you say “We’ve helped Fortune 500 companies bring in customers,” your reader might scoff or doubt it unless you follow up that statement with social proof.

Do this exercise for every section of your page (or ask an unbiased friend to help) until you’ve covered every possible objection you can think of. When you get questions from people who’ve visited your landing page, use that as feedback to sharpen your copy even further. Better yet, seek out constructive criticism from your first few converted leads to ensure your landing page is meeting every need.

3. Build trust with your prospect.

Say you were reading a sales page and the company wrote, “Our product has helped 100 people and it might work for you, too!” Meh. I’d probably pass and find a company that has a solution that can definitely work for me. Your goal is to build trust with your visitor and the way to do that is to come across as an authority.

Besides using social proof, some other ways to build trust are:

  • Write in the way that you speak and address your prospects as you would a live customer.
  • Cite statistics that support your message.
  • Use case studies that highlight customers similar to your target.
  • Be relatable. Show your audience that you’re human by admitting failures, opening up about doubts you’ve had, and being honest. The caveat is you should only share what is relevant to their struggle; don’t just divulge anything.

4. Use click triggers.

Click triggers are designed to eliminate that last bit of doubt before a visitor converts. You can think of them as lick Probability Enhancers (… yes, I made up that term). They are essentially copy positioned next to your CTA that pushes your prospect over the edge by easing their mind and mitigating the risk of converting.

Below are some effective ways to employ click triggers:

  • Money-back guarantee
  • Easy unsubscribe
  • Quote from a successful or happy customer
  • Blurb on “what to expect”
  • Price slashing
  • Privacy policy
  • Some other creative method

landing page anatomy


Whatever you choose, click triggers will give your conversions the boost they need.

A/B Testing Your Landing Page

Everything we’ve discussed until this point is great … in theory. But your business is different from others, and your target audience is unique. How do you know if the copy you chose is working? Or if your CTA placement is right? Or what colors perform best? Or which image to choose?

You test it. That’s how. Split testing (or A/B testing) is probably nothing new to you as a marketer, and split testing your landing page is just one more experiment to add to your list.

Let’s briefly go over how to best A/B test your landing pages.

What is A/B testing?

A/B testing is simply splitting your traffic to two (or more) variations of a page to see which performs better. While you could do this manually by launching one variation for a period of time, then another for the same amount of time, it’s far more efficient to use a software that allows you to split test and can track your results.

The main components of an A/B test are variants, or the two versions of the page, the champion, or the original page, and the challenger, or the page that you modified to test against the original.

How to A/B Test

The most important trick to split testing is to make very small tweaks with each experiment. For instance, you don’t want to split test your headline and your image at the same time because you won’t know which element garnered the results. For this reason, stick to testing one element at a time. The “winner” becomes your champion, then you can create a new challenger to test the next element. You repeat this cycle until you reach a conversion rate that you’re happy with (and that falls within realistic expectations, which we’ll cover below).

What should you test?

You can test virtually anything on your landing page. But while that’s possible, you may want to limit your test to a few of the most impactful elements of your page, like:

  • Headline copy
  • Image
  • CTA color
  • Click triggers
  • Copy on the page
  • Lead form length and fields

These tests will have the biggest impact on your conversion rates. Try starting with the simplest change first, like a headline or CTA color, then work your way to the larger undertakings, like your page copy.

Landing Page Metrics to Track

Metrics will tell you everything you need to know about how well your landing page is performing as well as give you some insight on how to improve it. It’s hard to know exactly what will work when you launch a page. Measure and track meticulously in the beginning until you reach a relatively good conversion rate, then you can track your metrics less frequently.

Page Visits

How many visits are you getting on your landing page? The more visits, the more you increase your probability of conversions. Try adjusting your paid strategy or redefining your keywords to drive more traffic to your page. You can also let your current followers know about your offer through emails, social media, and on your website.

Traffic Source

Knowing where your traffic is coming from will let you know where you should double down on or ditch your efforts.

Submission Rate

This is the number of people that complete your lead form and land on your thank you page. There are many tweaks you can make to your page to increase this number, but make sure to A/B test so you know what’s working.


Contacts refer to the number of leads that you generated from your form. The reason this is different from submissions is because duplicate contacts are only counted once, meaning if a current lead fills out your form to get your offer, they don’t affect the count.

Heat Mapping

This is more of an observation of how people interact with your page as opposed to a metric. Heat mapping can show you where people scroll, what they read, and how they engage with your page. This is all useful data when thinking about your page layout and structure.

Bounce Rate

If visitors are coming to your page and immediately leaving, then you need to examine whether the content is aligned with the offer. Does your copy capture visitors’ attention and do visitors automatically know what to do when they land on your page? Is your page a reflection of the copy you used to get people to visit it?

Form Abandonment

This metric tells you how many people start filling out your form but don’t complete it. If this number is particularly high, some adjustments to consider are introducing new click triggers, shortening your form, or making it more clear what you want your visitor to do.


You need to judge your landing page against industry norms and across a similar audience to know if it’s performing as expected. Check out some industry benchmarks to set as your baseline, but don’t be discouraged by other company’s results.

No matter what’s going on, it’s possible to diagnose and heal your landing pages if you pay attention to the metrics.

How to Make Your Landing Pages More Effective

There are always tweaks you can make to boost landing page performance. Below are a few great tips (if I do say so myself) to get your landing pages leveled up.

Optimize your landing page.

Optimize is such a confusing word, isn’t it? I mean, are we talking about imagery, copy, keywords, or UI? The answer is yes — we’re talking about all of it. Optimize just means to make your landing page the best it can be, and that can include a myriad of modifications. If you want to know everything you could do to optimize your landing page, you’ll need a pretty expansive guide. And, guess what, we have one here.

Present a really good offer.

You could argue that anything free qualifies as “good,” but that isn’t exactly true. Not only should your offer be free (we’re not talking sales pages here) but it also has to be good enough to warrant a stranger giving you their personal information. Let’s face it — there are a lot of companies competing for your audience’s attention, asking for their information and soliciting them via email. So, what’s going to make you stand out from the pack? An outstanding offer, that’s what.

Here are a few questions to determine if you have a compelling offer or not:

  • Does my offer solve a pain point for my target audience?
  • Is there a clear benefit that a lead can gain from this offer?
  • Can my offer rival the competition?

Decrease page load time.

A single second delay in page load time means 7% fewer conversions and 11% fewer page views. Slow page load times can also result in customer dissatisfaction and frustration.

Needless to say, landing page load time is a metric to take seriously. If you need some tips, check out this resource on decreasing page load time.

Keep the buyer’s journey in mind.

Since you’re driving traffic to your landing page, you should have a clear idea of where your visitors are in their buyer’s journey. That means you’ll know if they’re trying to diagnose a problem (awareness), looking for a solution to their problem (consideration), or are ready to close (decision). Your copy and offer should reflect this if you want to convert. It’s no different from any other marketing materials — meet your visitors where they are.

Create a seamless experience.

No one should be surprised when they arrive on your landing page. It should be exactly as advertised, meaning be consistent with your copy. Use the same words on your landing page that you used to get people to arrive there, whether it was a paid ad, social post, blog CTA, or email. You need to avoid the bait and switch at all costs if you want people to stick around.

Create a clear path to conversion.

There should be no guesswork involved in navigating your landing page. Once someone arrives on your page, it should be clear what you want them to do — submit their info to your lead form. Your goal is to guide visitors to your form using creative directional cues.

Here are some ways to point your visitor to a conversion:

  • Choose an image of a person that is either gazing in the direction of or pointing to your form
  • Make your CTA a contrasting color to draw attention to it
  • Use arrows that point to your lead form
  • Insert anchor text that brings people back to the form when clicked
  • Give your CTA some negative space on the page
  • Frame your lead form with a bold color or outline

Add scarcity to your offer.

Few emotional marketing tactics work as well as fear … and the fear of missing out (more formally known as FOMO). Consumers don’t like to lose their ability to choose, and once you make it clear that your offer is in high demand and/or short supply, they’re going to clamber to get it. (Here’s a cool study on cookie jars if you want to geek out on the psychology of scarcity marketing.)

The other reason why this technique works is because people want things that are hard to obtain — that signifies value and exclusivity.

To show scarcity, mention how little of your offer is left, include a countdown timer, use words like “ends soon” or “last chance”. Obviously, we want you to be genuine, so only employ tactics that are true for your business. Bottom line: there are many ways to use and benefit from this technique.

Use video.

Video marketing is becoming increasingly popular for good reason. Not only do customers prefer to see video from companies, but 88% of video marketers say that video gives them positive ROI. The key is to create an effective video that doesn’t distract visitors from your ultimate goal: the call-to-action.

If you’re on the fence about using video, here are some reasons that might push you over the ledge.

Video …

  • Increases conversion rates
  • Is a more personable way to share a message and connect with prospects
  • Can be more engaging than an image and will get visitors in the habit of clicking (and converting)
  • Can reduce the number of support calls or tickets you receive
  • Is processed 60,000 times faster than text

If you do plan to employ this tactic, VidYard has some helpful landing page video guidelines to follow.

Are you excited yet about all the ways you can improve your landing pages? Sure, there are quite a few but that just means that a poor-performing landing page doesn’t have to stay that way. Take it one tactic at a time and build as needed.

What to Do Post-Conversion: Lead Nurturing

So, you have an optimized landing page that converts like a charm. Now what? You don’t want to leave those leads hanging. Instead, you want to nurture them into becoming customers, then nurture them some more. Here’s how.

Optimize your thank you page.

I hope you’re not tired of optimizing yet. Your thank you page is the first thing someone sees after they convert, so it serves as a great opportunity to delight your new lead even more than you already have. Your objective is twofold: deliver your promised offer and get them interested in something else on your site.

Your thank you page should:

  • Thank your new lead (go figure)
  • Provide links to relevant content on your site
  • Invite your lead to follow you on social media
  • Ask your lead to subscribe to your blog
  • Automate a follow-up email with the offer

Guide them along their buyer’s journey.

Your new lead is going to make their way to the decision stage with or without you. You want to be the one to help them get there. You’ve gathered some valuable information about your lead, which means you can anticipate what they need next. Provide content or resources to bring them to the subsequent stage of their journey, and you just might be their option for the decision stage. After all, we know that prospects buy from companies that they know, like, and trust.

Form a relationship.

Once someone signs up to receive information from you, they become a potential customer with whom you should work hard to build a relationship and connection. The good thing is you already know what they’re interested in and what their pain points are, so you can target them with additional, helpful content and personalized marketing.

If you’re still stuck, get some inspiration from some of the best landing pages we could find.

Grow Better with Landing Pages

Landing pages will account for a majority of your new leads, so they demand your attention. With the vast number of tweaks, additions, and variations you can implement, there’s no reason why you can’t have a landing page that converts well.

As long as you’re following the best practices we covered above, you’ll be on your way to a high-performing landing page … and if you need some additional guidance, we’re always here as a resource.

Editor’s note: This post was originally published in August 2019 and has been updated for comprehensiveness.

landing pages

13 Simple (But Critical) Tips for Creating Better Landing…

There’s no question that landing pages — and the lead-capture forms that come with them — are two of the most important elements of lead generation. Without them, marketers would be much more limited in their ability to convert website visitors into leads — and generate reconversions, too.

That’s because landing pages enable us to direct site visitors to better targeted pages that have the ability to capture leads at a much higher rate than forms on other web pages.

Landing pages also focus your visitors’ attention on one particular offer, limiting the distractions of everything else on your website. Visitors are on a landing page for just one single purpose: to obtain an offer by completing a lead-capture form.

But converting visitors into leads, even with landing pages, is much easier said than done. In fact, there are quite a few best practices every marketer should consider when setting up and optimizing landing pages.

So to keep you on track, here is your landing page tip list, excerpted from our newest ebook, The 30 Greatest Lead Generation Tips, Tricks & Ideas.

1. Include all critical elements of an effective landing page.

Landing pages, sometimes also called “lead-capture pages,” are used to convert visitors into leads by completing a transaction or by collecting contact information from them. In order to make these transactions happen, it’s critically important that your landing pages consist of the following components:

  • A headline and (optional) sub-headline
  • A brief description of the offer that clearly emphasizes its value
  • At least one supporting image
  • (Optional) supporting elements such as testimonials or security badges
  • And most importantly, a form to capture visitors’ information

2. Remove the main navigation.

Once a visitor arrives on a landing page, it’s your job to keep them there. So if there are links on the page that enable visitors to move about your website, you run the risk of distracting them, which creates lead generation friction and increases the chance they’ll abandon the page before even converting. And, let’s face it: No respectable marketer wants that. One of the best ways to reduce this friction and increase your landing page conversion rates is to simply remove the main navigation from the page. Simple as that!

Landing page example with no top navigation.

3. Match the headline of the landing page to its corresponding CTA.

Keep your messaging consistent in both your call-to-action (CTA) and the headline of the landing page. If people click on a CTA for a free offer only to find out there’s a catch on the landing page, you’ll instantly lose their trust. Similarly, if the headline reads differently than the CTA, it might lead to confusion, and the visitor might wonder if the CTA is linked to the wrong page. Eliminate any and all confusion, and make sure your landing page consistently reflects what you promised in your call-to-action — and vice versa.

Landing page example with CTA.

4. Remember: Less is more.

Many of you are probably aware of the phrase “keep it simple, stupid.” Apply that same philosophy to your landing pages. A cluttered page usually results in a distracted, confused, and/or overwhelmed visitor. Talk about landing page friction! Instead, embrace white space, and keep the text and images on the page simple and to-the-point.

Complex versus a simple landing page.

5. Emphasize the offer’s value.

Highlight the benefits of the offer with a brief paragraph or a few bullet points. The best landing page description offers more than just a list what comprises the offer; it also clearly highlights the value of the offer and gives visitors a compelling incentive to download. For example, instead of “Includes specifications of product XYZ,” say something along the lines of, “Find out how XYZ can increase productivity by 50%.” In other words, emphasize how the offer addresses a specific problem, need, or interest your target audience cares about.

Landing page example providing value.

6. Encourage social sharing.

Don’t forget to include social media sharing buttons that enable your prospects to evangelize your content and offers. To limit cluttering, just be sure to only include buttons for the social platforms your audience uses. And don’t forget to add an email forwarding option, since people have different sharing preferences. Keep in mind that even if your social media contacts never buy from you, there’s always a possibility that someone in their personal network will!

Social media sharing buttons on a landing page.

7. Create more landing pages to generate more leads.

According to HubSpot’s Marketing Benchmarks Report, companies see a 55% increase in leads when increasing their number of landing pages from 10 to 15. The takeaway is simple: The more content, offers, and landing pages you create, the more opportunities you have to generate leads for your business. More landing pages also usually means more targeted content that better appeals to your various buyer personas, which can help to increase your conversion rates. To increase the number of landing pages you have on your site, invest in an easy-to-use landing page creation tool, create more offers, tweak the offers you already have to cater to individual personas, and repurpose content you already have. In fact, we elaborate on all of the above in this blog post about why you (yes, you) need to create more landing pages.

Landing page types example.

8. Only ask for the information you really need.

You might be wondering how much or how little information you should require in your forms. There is no magic answer to this, but the best balance is to collect only the information you really need to qualify leads. In general, the fewer fields you have on a form, the higher the conversion rate. This is because, with each new field you add to a form, it creates more work for the visitor, and thus fewer conversions. A longer form looks like more work and will often be avoided altogether. On the other hand, the more fields you require, the better quality those leads will likely be, because they thought your offer was valuable enough to warrant a form completion. Essentially, the best way to determine what form length works best for your business is to test it for yourself.

Form fields on a landing page.

9. Consider whether “To Submit, or Not to Submit?”

That is the question most of your visitors are probably asking. That’s why one simple yet effective way to increase form conversion rates is to avoid using the default word “Submit” on your form button. If you think about it, no one wants to “submit” to anything. Instead, turn the statement into a benefit that relates to what prospects will be getting in return. For example, if the form is to download a brochure kit, the submit button should say, “Get Your Brochure Kit.” Other examples include “Download Whitepaper,” “Get Your Free Ebook,” or “Subscribe to Our Newsletter.” Here’s another helpful tip: Make the button big, bold, and colorful, and make sure it looks like a button, which is usually beveled and appears “clickable.”

CTA example.

10. Reduce anxiety with proof elements.

People are even more resistant to give up their personal information now than ever before. It’s understandable, considering all the spam out there. Luckily, there are a few different features you can add to your landing pages to help reduce visitors’ form completion anxiety:

  • Add a privacy message (or a link to your privacy policy) that indicates visitors’ email addresses will not be shared or sold.
  • If your form requires sensitive information, include security seals, a BBB rating, or certifications so visitors know their information is safe and secure.
  • Add testimonials or customer logos. It’s a great way to leverage social proof. For example, if your offer is for a free trial of your product or service, you might want to include a few customer testimonials about that particular product or service.

Example of trust seals on a landing page.

11. Make the form appear shorter.

Sometimes people won’t fill out a form just because it looks long and time-consuming. If your form requires a lot of fields, try making the form appear shorter by adjusting its styling. For example, reduce the spacing in between fields or align the titles to the left of each field instead of above it so that the form appears shorter. If the form covers less space on the page, it may seem as if you’re asking for less. And whenever possible, implement Smart Fields — dynamic form fields that automatically adjust to a shortened version if a visitor has already been entered into your marketing database.

Short form on a landing page.

12. Include rich media on your landing pages.

In this day and age, one of the ways to make your landing pages stand out is to include rich media.

For example, you can have moving GIFs, videos, and interactive images. While design isn’t necessarily the most important component of a landing page, it’s important that your design helps your landing pages stand out.

The goal is to entice the user to feel compelled to download your content offer. Design can help with this.

13. Pay attention to the copy.

The most critical component of your landing pages is to have copy that inspires users to download your offer. How do you do this?

Well, the best way is to write copy that is targeted toward your persona. This means that your target market should feel like they could’ve written the copy themselves. When your target market feels like you understand their problems, they’re more likely to download your offer.

Landing pages can feel overwhelming to create. However, if you use
HubSpot’s landing page builder, you can integrate with companies like
briX and
Ceros to make your landing pages stand out.
Editor’s note: This post was originally published in December 2012 and has been updated for comprehensiveness.

landing pages

What Is a Landing Page? All Your Questions, Answered

If you could do one thing to dramatically improve your marketing ROI today, would it be to use landing pages on your website?

If you’re trying to generate leads for your business, and you don’t have at least a few landing pages on your website, you’re missing out on a key opportunity to turn website visitors into something more.

Here, we’ll explore what a landing page is, the myriad of landing page benefits and how you might use a landing page to reach your business goals, and how to make your landing pages as powerful as possible.

What is a landing page?

A landing page is a page on your website where you can offer a resource from your business in exchange for a visitor’s contact information. Marketers can capture this contact information using a lead-capture form, where visitors can enter details like their name, email address, and job title.

A good landing page is focused on a particular stream of traffic — say, from an email campaign that’s promoting an ebook. Because the landing page is targeting just people who are (presumably) interested in this ebook, and because this ebook has exclusive information that elaborates on a topic your audience cares about, you can convert a higher percentage of your website visitors into leads whom you can then follow up with.

How to Create a Landing Page

To create a landing page, you’ll want to start by exploring various landing page builders — unless, of course, you’re using a content management system that already provides landing page templates, like HubSpot.

Once you’ve determined the right tool for you, explore pre-built templates or consider whether it’s better to build your own. You might also use this as an opportunity to A/B test two different designs to explore which design elements result in the highest conversions.

Additionally, it’s critical any landing page you design effectively communicates the value you’re providing visitors in exchange for contact information. And, of course, you’ll want to include a form you’re asking visitors to fill out in exchange for whatever offer you’ve provided on your landing page. 

To learn more about how to create a landing page in detail, take a look at How to Create a Landing Page: The Simple Step-by-Step Guide.

Landing pages have one chief purpose: to generate leads for your business. However, you can define those leads in a number of ways and offer more than one type of content or experience through this landing page.

Here are some of the ways you can use a landing page to start a relationship with your future customers:

1. Ebooks and Whitepapers

If you wrote a blog post that introduces a topic relevant to your audience, you can satisfy deeper interests in that topic by elaborating on the subject in an ebook or whitepaper. Using a landing page, you can “gate” this resource behind a lead-capture form for people to download.

2. Email Newsletter Subscription

Let’s say you write a lot of blog content on a similar topic. Sure, you can develop an ebook or whitepaper that elaborates on specific details, but you can also offer your readers an email newsletter they can subscribe to for the latest content around your industry. On various blog posts, use a call-to-action (CTA) to invite readers to subscribe to your blog. This CTA can link to a separate landing page where they enter their contact information for addition to your email list.

3. Online Course Enrollment

Whether you’re in the education industry or you offer various skill-based certifications to your audience, online courses should have their own landing pages, too. Using these pages, you can invite new students to sign up for a class you offer and capture information on them that can lead to a customer relationship that goes beyond the courses they take with you.

4. Event Registration

Similar to online courses, industry events require you to collect information on your audience so they can receive updates prior to the event. An event, as well as its various sessions and keynotes, can have their own individual landing pages to turn event goers into event attendees and business leads.

5. Free Trial of a Product

Offering people a free demo of your product? Your demo offering could use its own landing page. Bring users to a page where they can sign up for a free trial of your software using their name, email address, job title, and any other information you deem necessary to give them the best customer experience.

6. Community Membership

If your business thrives on conversation among your audience — perhaps you have a website dedicated to dialogue between users — there’s no harm in making it invitation-only. In fact, it’s a great way to generate leads through the people who want to become members of your community. Create a landing page that lets website visitors sign up to become a bigger part of your business.

7. App Download

Developing a mobile app for your product doesn’t just improve your customer experience — it also gives you another avenue to capture leads from your audience. A lead-optimized landing page that invites users to download an app is quite common in the app-maker community.

Landing Page Benefits

1. Landing pages can lead to increased conversions. 

Having a targeted page that directly ties into a certain offer or next step is critical for providing value upfront, and can encourage new site visitors to provide their information in exchange for an immediate, tangible reward. 

For instance, let’s say you’ve landed on a business’ website and you’re immediately greeted with a pop-up form asking for your name and email. A bit jarring before you even know what the company is about, isn’t it? 

Alternatively, imagine you’ve found a business’ free e-book on social media, which outlines ten immediate solutions to your problem. I’m willing to bet you’re more likely to provide your email and name for that valuable content, right?

Ultimately, a landing page can help increase conversions while providing a better user experience. Plus, a landing page can help you determine which types of content to serve certain visitors for faster, more effective lead generation. 

Too many companies send their advertising, email, or social media traffic to their homepage. This is a huge missed opportunity. When you know a stream of targeted traffic will be coming to your website, you can increase the likelihood of converting that traffic into leads by using a targeted landing page.

For instance, those users who convert on your social media e-book landing page are clearly interested in social media. To further nurture those leads, you might follow-up with a personalized email, detailing additional content you can provide related to social media. 

2. Landing pages can provide additional insights into your target audience. 

By creating various landing pages with segmented offers, you can track which topics convert at the highest rate. This can give you valuable insights into your audience’s interests. 

You might use the data you collect from your landing pages to create a more targeted, personalized marketing strategy. Plus, landing pages don’t just tell you which content your audience likes best — they also tell you which channels your leads prefer. This can enable your marketing team to refine your strategy further, promoting content and engaging with your audience on the channel(s) they’re already using. 

For example, let’s say you notice your landing pages related to e-commerce perform exceptionally well, and most of those users find your landing page from your paid ads on Facebook and LinkedIn. This information can help you target future campaigns primarily towards your social audience, and consider how you might incorporate additional e-commerce content into your marketing strategy as a whole. 

3. Landing pages can grow your email subscriber list. 

In exchange for the content offered on your landing page, you’ll typically ask users to provide their email and name. This can help you quickly grow your email subscriber list, and segment that list to provide more personalized follow-up emails. 

People who’ve filled out a form in exchange for content, or information on your product or service, have shown an interest in what you have to offer — which ensures your subscriber list is filled with potentially high-quality leads. 

Consider how you might further nurture them by sending a kick-back “Thank you” email after they download your landing page offer, with additional resources related to the content in which they’ve shown interest.

4. Landing pages are testable. 

A landing page is oftentimes a fantastic opportunity to get creative and test out various designs to determine which visuals and text perform best with your target audience. Additionally, it’s often lower risk to test out a new landing page, rather than making major design changes to your entire blog or website infrastructure. 

For instance, AJ Beltis, HubSpot’s Content & Acquisition Manager, told me, “If you’re using a content management system with a built-in A/B testing tool (like HubSpot), you can easily set up and run a test to see which copy, design featured, imagery, and page elements yield a stronger conversion rate. This means you can quickly uncover new ways to drive more leads and contacts for your business.”

5. Landing pages allow you to measure metrics directly tied to business goals. 

If you’ve created a specific landing page to market your new product or service, you can then use that landing page to measure metrics directly tied to your business goals. 

For instance, let’s say your marketing team is tasked with increasing sales for your new email tool. To accomplish this, your team creates a campaign with a landing page offering a free demo of your tool. 

You might measure conversion metrics on that landing page to determine how well your campaign is performing, or whether you need to make tweaks to communicate the true value of your new product. Additionally, you can measure which sites drive the highest conversions to your landing page, and put more resources into marketing your email tool on those sites — or social media apps — in particular. 

6. Landing pages add context to your offer. 

AJ Beltis told me one of the biggest benefits of a landing page is the opportunity to add context to your marketing offer. “Marketers feel motivated to bypass the landing page process and skip right to the conversion by encouraging form fills in other methods, such as through a chatbot,” Beltis told me. 

Beltis adds, “However, this process eliminates the opportunity to add more context to what it is you’re offering. Imagery and essential information that can only be shared with a landing page provide content to those who need it before deciding to convert.”

7. Landing pages increase brand value and help make a good first impression. 

Ultimately, a sleek, well-designed landing page can impress new visitors and turn them into leads by demonstrating the valuable content your company can deliver. A landing page is space you can use to tell your visitors what you’re offering, and how it can positively impact them. Even if a viewer doesn’t immediately convert, a well-designed landing page can increase brand recognition and help nurture leads for future sales. 

For instance, take a look at this impressive landing page created by Talisker, a whisky brand. Using Ceros’ landing page product to design an immersive experience, Talisker is demonstrating brand value and, ideally, making a fantastic first impression on new visitors. 

This is proof a landing page doesn’t have to be boring — in fact, it shouldn’t be. Take the time to create an engaging, interactive, interesting landing page that convinces visitors in the value of your brand. 

What makes a landing page most effective?

Ready to create your first landing page, or improve on a landing page you already have? Here are some of the most important elements to make sure your landing page is working hard for you:

1. Limit Navigation

You’ve brought your targeted traffic to a page where they can take your desired action. Don’t distract them! Limit the number of exits from your landing page so that your visitors are focused on filling out your form. A key part of this is to remove the website navigation elements on landing pages. This helps put the focus back on the content you’re offering.

See how the landing page below does this — aside from the HubSpot logo, there are no navigation buttons to confuse or distract visitors.

2. Enable Sharing

Tap into a huge community of your best (and free) marketers: your audience. Add share links to your landing page to encourage your website visitors to share your content with their audiences.

3. Deliver Value

First and foremost, if you have a valuable offer, your visitors will give up their contact information in exchange for your offer. Ask yourself if your offer is compelling to your audience and make sure your landing page demonstrates that value. One way to ensure your landing page adds value is to show your audience the content they’re going to receive — directly on the page. See how this can look in the example landing page below.


4. Keep it Short

The longer your landing page and form, the more friction you add to the lead-generation process. Keeping your lead form short and straightforward will increase your conversion rate.

Here’s a tip: Put as many contact fields as you can on the same line. Shortening the height of your lead-capture form helps you limit the more trivial fields you might be tempted to include, and prevents your landing page visitors from getting spooked by a form that’s asking too much of them. As shown below, sometimes all you need is a first and last name, followed by an email address.


5. Test, Test, Test

As many best practices as you may read about online, your landing page can always use more testing and improvement. Make sure you have a landing page creation tool that allows you to create and test many different landing pages to see what works best for your business. Additionally, if you’re a HubSpot customer, consider some of the landing page tool integrations, such as briX.

Are you a landing page guru? Check out some of our advanced tips and data around landing page best practices on effective calls to action and the best/worst button text (hint: don’t use “Submit”). Do you need to make any of these 10 Quick Fixes to Build Killer Landing Pages?

If you’re working hard to drive traffic to your website, don’t make the mistake of not capturing that traffic as leads.

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